Everybody ain't gon like the same thing. It's probably some dudes you like that somebody would call trash. And as much as I love 90's Hip Hop y'all gotta stop tryna compare era's. Ain't no young dude bout to come out sounding like Illmatic Nas today.
Why wouldn't a kid come out sounding lyrical? Joey Badass did it. Nick Grant is lyrical. Chance has lyrics. Earl and Tyler have lyrics. So does Rocky and Twelvy and them. I might not be in to their subject matter or them, but they're trying. They have their lane. If I'm Cyhi or Jon Connor I'm puzzled, because they're never coming out unless they go indie and take their careers in their own hands.
I don't get why you shouldn't expect a artist to say something and have substance. Why should the bar be lower? Music is supposed to advance on what came before it.
The bar is really low to be a rapper now. All you need is a computer and you can put your crap up on the internet. And the listener and consumer has no standards anymore.